The launch of ALDI’s cookbook, ‘Home’, in partnership with the IRFU and in support of Barnardos was awarded the Best Consumer Public Relations Campaign at this year's PRCA 2022 - Awards for Excellence in Public Relations.
Legacy Communications created a PR strategy to generate awareness and sales for the new cookbook, which was produced in partnership with the IRFU, in support of charity partner, Barnardos.
We leveraged access to the IRFU Aldi ambassadors Paul O’Connell, James Ryan, Beibhinn Parsons and Linda Junegang to secure high-profile television interviews, radio partnerships, print coverage and social media mentions.
This campaign was an unqualified success, fulfilling all the key objectives and securing valuable coverage for ALDI and their partnerships.
ALDI wanted to launch the IRFU Cookbook through a communications platform to drive awareness of the Fresh Food Partnership with Irish Rugby and ALDI’s commitment to and support of Barnardos.
With the objective to reaffirm ALDI as being synonymous with the following messages: Quality, Range, Irish, Gives back to the community.
Legacy launched the cookbook with a media strategy that focused on press release, recipes and interview placement. This was supported by a photocall to launch the brand ambassadors and drive sales of the cookbook highlighting the charity angle. To ensure continued discussion around the cookbook Legacy created a carefully curated media drop which was sent to key influencers.
Additionally, Legacy secured a number of media partnerships throughout the campaign including: A partnership with Ireland AM that saw Paul O’Connell host a cook along, on live prime time tv. Weeklong promos were also run to support the cookbook on the 2FM Breakfast show and Paul O’Connell was interviewed on RTÉ One’s The Late Late Show.
Interviews with Paul regarding the launch of the book were featured in the Irish Independent, Irish Times and Sunday World. Radio interviews with Paul aired on Today FM’s Dermot and Dave Show and Newstalk’s Off The Ball.
There have been 12k sales as of today, and the book has been reprinted twice.
• Legacy earned 37 pieces of coverage for ALDI's IRFU Cookbook
• We succeeded a PR reach of 6.3M
• The campaign achieved a PR value of €1,881,708